本文根据笔者所代理销售的深紫外 LED 产品杀菌特性，结合国内外经济环境，国 家政策以及同类型小家电运营模式进行深紫外 LED 杀菌功能小家电细分产品探讨，将 详细分析产品的应用场景、特点、定位、销售、财务风险等细节及进行研究，针对该商 业项目进行完善的方案规划，接着在此基础上进行投资估算与投资计划，财务效益分析， 经济社会效益评价，风险分析与对策等等。 本商业计划书通过全面的分析小家电欧亿·体育（中国）有限公司特点及运营和销售、品牌建设，确立了以 细化产品功能、领先技术资源为基础，论述项目的背景及意义，通过外部需求分析，更 清晰了解项目的前景及内部资源要求，确定切实可行的营销计划，并充分评估将面临的 风险。 本文首先对小家电产品的竞争环境和欧亿·体育（中国）有限公司情况进行了分析，包括政策、经济、技术、 市场四个方的分析；随后运用五力模型作了欧亿·体育（中国）有限公司吸引力分析，同时使用 SWOT 工具对 自身条件进行了全面的剖析，得出小家电产品受到国家政策支持（含专业功能小家电产 品），随着居民收入水平逐年提升，市场容量不断扩大，市场前景广阔。 依据对市场和自身特点分析结果，将产品定位于中高端市场，目标客户为高知、中 高收入人群和家庭；并以此制定对应的推广计划，包括产品、渠道、价格、品牌推广等 四个方面；并使用敏感性指标分析、投资净现值分析、内部收益率分析等专业财务分析 方法对项目的财务指标进行有效分析和评价；以及采用风险管理的相关知识对项目进行 风险评估及提出对应措施。 通过本报告系统的分析及相关计划的拟定，显示深紫外 LED 杀菌小家电项目前景 广阔，市场机会巨大。 关键词，深紫外 LED、杀菌、小家电、计划书 II ABSTRACT According to the deep UVLED product sterilization characteristics by the author's sales agent, combined with the economic environment at home and abroad, discusses the deep UVLED sterilization function of small household electrical appliances product segments of the national policy and the same type of small household electrical appliances operating mode, application scene, detailed analysis of the characteristics of products, positioning, marketing, financial risk and other details of the program plan in this business, then the investment and investment plan based on the analysis of financial benefit, economic and social benefits evaluation, risk analysis and countermeasure. This business plan through a comprehensive analysis of the small appliance industry characteristics and operation and sales, brand building, in order to establish the refined product function, leading technology resources as the foundation, discusses the background and significance of the project, through the analysis of external demand, a clear understanding of the prospects and internal resources project requirements, determine the feasible marketing plan. And fully assess the risks facing. This paper first analyzes the competition environment and small household electrical appliances industry, including the analysis of policy, economy, technology and market four aspects; then the industry attractiveness analysis using five force model, at the same time on their own conditions conducted a comprehensive analysis of the use of SWOT tools, the small household electrical appliances by the national policy support (including professional the function of small household electrical appliances), with the income level of residents increased year by year, expanding market capacity, market prospects. According to its own characteristics and market analysis, product positioning in the high-end market, target customers, Kochi high-income groups and families; and to formulate the corresponding promotion plan, including four aspects: product, price, channel, brand promotion and use; sensitivity index analysis, NPV analysis, internal revenue the rate of analysis, professional financial analysis financial index of the project for effective analysis and evaluation; and the related knowledge of risk management of project risk assessment and puts forward corresponding measures. Through the analysis of the system and the related plan, shows that the deep UVLED sterilization small household electrical appliances project has broad prospects and great market opportunities. Keywords:DeepUVLED, Sterilization, Small appliances, Business plan III 目 录 摘要.............................................................................................................................................I ABSTRACT ............................................................................................................................. II 图表清单..................................................................................................................................VI 第一章 绪论..............................................................................................................................1 1.1 项目研究的背景及意义 ................................................................................................. 1 1.1.1 研究背景.................................................................................................................... 1 1.1.2 研究意义.................................................................................................................... 1 1.2 文献综述 .......................................................................................................................... 2 1.2.1 深紫外技术................................................................................................................ 2 1.2.2 商业计划理论............................................................................................................ 2 1.2.3 管理理论.................................................................................................................... 3 1.2.4 财务理论.................................................................................................................... 4 1.2.5 商业运作文件综述.................................................................................................... 4 1.3 研究方式概述 .................................................................................................................. 5 第二章 项目概况......................................................................................................................7 2.1 项目简述 .......................................................................................................................... 7 2.1.1 项目核心人员简介.................................................................................................... 7 2.1.2 企业规模和进度........................................................................................................ 8 2.2 技术分析 .......................................................................................................................... 9 2.3 市场现状分析 .................................................................................................................. 9 2.4 核心竞争力 .................................................................................................................... 10 第三章 项目环境分析............................................................................................................ 11 3.1 市场环境分析 ................................................................................................................ 11 3.1.1 社会（Society）...................................................................................................... 11 3.1.2 经济（Economy）................................................................................................... 12 3.1.3 政策（Policy）........................................................................................................ 13 3.1.4 技术(Technic)........................................................................................................... 13 3.2 市场需求分析 ................................................................................................................ 15 3.2.1 市场现状.................................................................................................................. 15 IV 3.2.2 目标市场估算.......................................................................................................... 15 3.3 市场竞争分析 .........